Wal-Mart to Tailor In-Store Messages

A point-of-decision commercial about how Tide's concentrated laundry detergent benefits the earth may not ignite trial by price-sensitive shoppers the way a spot promoting its rolled back savings would. Now, with its new Smart Network, Wal-Mart will determine which in-store messages resonate with shoppers, and then customize brand-specific content by store, screen, day and even time

BENTONVILLE, Ark. — A point-of-decision commercial about how Tide's concentrated laundry detergent benefits the earth may not ignite trial by price-sensitive shoppers the way a spot promoting its “rolled back savings” would.

Now, with its new Smart Network, Wal-Mart will determine which in-store messages resonate with shoppers, and then customize brand-specific content by store, screen, day and even time of day. It will gauge different messages' effectiveness against POS data.<